Where does value fit in the sales funnel? How do you structure your value proposition? The value discussion is often the most difficult conversation for salespeople to have. They like to employ likability, authority, and trust. They can't always wrap their heads around value. But value and ROI are the single most important things that procurement looks at, so you need to be able to communicate value effectively. Ian Campbell will share how to do just that in this episode of Negotiations Ninja.